Alcohol charities have criticised a new 99p shot from the company behind BuzzBallz, warning its cheap price and heavy marketing are designed 'to appeal to children'. The Sazerac brand, which also manufactures Fireball Whisky, is rolling out the product with an ice-cream van called the 99 Liquor Whip, serving the shots at university campuses this month.
Jem Roberts, head of external affairs at the Institute of Alcohol Studies, said the launch 'looks like a product entirely designed to appeal to children while hiding behind a thin “nostalgia” label'. He added: 'Sweet flavours, TikTok-style branding, and even an ice-cream van, it’s hardly subtle. We know two of the biggest drivers of alcohol harm are cheap prices and heavy marketing. A 99p shot promoted as fun and shareable combines both.'
Joe Marley, executive director at Alcohol Change UK, said: 'Alcohol companies constantly find new and innovative ways to make alcohol seem essential to having a good time. In this case, the group behind BuzzBallz and Fireball Whisky’s blatant tactics to promote its new range will first reach students on campus.' He expressed concern about colourful advertisements in public spaces such as bus stops and high streets that risk appealing to children.
The Sazerac brand said it takes 'concerns around underage drinking seriously, which is why all activity is governed by strict UK alcohol marketing, retail and age-verification standards'. It stated: 'Price alone does not determine whether a product appeals to minors; responsible marketing, clear adult targeting, and robust retail compliance are the critical factors.' The company said the product is designed as a 'clearly adult-only alcohol activation' and reflects nostalgia trends for legal-age consumers.
